Gap Seeks to Rebrand Itself (Again)
Remember when Gap was in economic crisis several years back, closing over a hundred stores worldwide and firing the company's CEO all amidst a series of labor controversies?
Well flash forward to the present–Gap has successfully expanded its presence in Chinese and South American markets and is currently undergoing a brand identity reboot, reimagining the quintessential American clothing line as something edgier and ideally more appealing to today's 90s-obsessed, social media dependent generation in the process.
The brand's latest campaign (shot by Tyrone Lebon), was unveiled earlier this year, showcasing a series of edgier, high fashion inspired portraits of models, muses and artists. The new "I am Gap" slogan is accompanied by a series of #iamgap hashtags, most likely in an effort to garner free advertising for the brand over social media. Somewhat reminiscent of Calvin Klein's popular #mycalvins advertisements, the new faces fronting Gap's latest campaign exude a certain air of indifference and coolness–an unexpected turn for a brand traditionally known for its basic tees and khakis.
Whether or not Gap's latest reincarnation as the go-to brand for boyfriend jeans and biker jackets will resonate with younger audiences is subject to debate. The company's efforts to compete in an increasingly crowded and competitive retail market through Instagram, Youtube and Twitter targeted campaigns, however, underscores social media and the millennial generation's decisive roles in the continued success and appeal of fashion brands in a contemporary context.
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